Black Friday & Cyber Monday Tips & Strategies to Driving Sales

Black Friday is arguably one of the biggest events for eCommerce store owners. It’s a crucial time to maximise conversions and drive sales but in order to do so effectively, there is a lot of planning and preparation required. 

In today’s post, we’re going to look at some top tips and tricks to drive sales and maximise conversions this Black Friday and what you need to be thinking about before, during, and after the event!

Before Black Friday

It’s safe to say that the period before Black Friday is the most important. You want to make sure you plan your strategy, know what creatives you plan to use and what more importantly, what channels you’re going to advertise on.


Before Black Friday, warming up your customers is vital. In the weeks leading up to the event, customers are likely to hold onto their money in preparation for the big day. This is a great time to push any brand awareness campaigns in order to drive traffic to your site. Tease your upcoming offer to get people sharing, talking, and thinking about your brand before the big day.

This is a great way to build up a bank of customer data that can be utilised for the big day. You’ll get an idea of who is clicking through and what your audience looks like at this time. It’s also a very clever way to re-engage any cold audiences. 

Another great way to warm up customers is to introduce them to a ‘pre-Black Friday sale’. Any existing incentives or discounts you currently have on offer can be repositioned into a ‘pre-sale’, even if it is simply a free delivery offer. 

This is a great time to test any Black Friday creatives you have prepared in advance. Change the offer text and run your ads with these creatives. You’ll be able to get an idea of what works and what doesn’t, allowing you to adjust your creative strategy if necessary. 

Segment email audiences

As we approach Black Friday, it’s more important than ever that you understand who you’re targeting. It’s a great time to give your customer personas a refresh if needed.

Email marketing is still a staple to Black Friday and Cyber Monday sales. The more segmented your emails are the higher conversion rate you’ll see. You should in turn look at reorganising and updating your email flows and aligning them with segments. Some top segments for Black Friday include:

  • Seasonal shoppers
  • VIP customers
  • Product browsers
  • Category buyers
  • Those who haven’t purchased but have engaged
  • Almost purchasers
  • Gift givers

Optimise your site for conversions 

User experience, site speed, and your checkout process are vital aspects to securing conversions over Black Friday. 

Your site needs to be easy to navigate and fast. A Website that runs slowly are likely to annoy customers and lose you the sale. 

Having an easy checkout process will also help you reduce the number of abandoned carts you get over the event. Make sure there are no sign-up options or unexpected shipping fees. You want to make the customer journey as smooth as possible to ensure they complete checkout. 

Most importantly, you want to optimise your site for mobile. The majority of customers will shop on their phones, so if your site isn’t matching competitors, they will take their money elsewhere. You need to make sure you have a responsive design, improve site navigation, and offer a one-click purchase feature. 

Pre-approve your paid ads

It’s well known that getting ads approved on websites such as Facebook can be a lengthy and time-consuming process. If you are choosing to advertise using Facebook Ads, you should have your ads built and sent for approval at least a week before Black Friday. 

This ensures you have time to make any necessary changes for them to be approved and run smoothly. The later you leave it the higher the risk of not having everything approved in time for the big day.

During Black Friday

Once Black Friday hits, it can be tempting to sit back and put your feet up, however, we don’t recommend that you do this. Here are some things you can do during the event to really make the most of your sales.

Segment email audiences based on engagement and buying

By this point, you should have a pretty good idea as to which email segments are seeing better conversions. 

The data you have should be optimised and utilised to build more relevant emails for relevant segment audiences. The more personalised your emails are, the higher your conversions will be, so keep an eye on what’s performing well and optimise where possible. 

Keep on top of website optimisation

As customers are checking out, it’s important to listen carefully to any feedback they give you. If customers are reporting site problems, you should aim to fix these as soon as possible to maximise success. 

You can keep on top of this by regularly performing an audit of your site, making sure user experience is as smooth as possible.

Optimise paid ads

Your paid ads should be optimised daily, even when outside of this busy period. When looking at your ads you’ll be able to see which ones are performing better by looking at CPM (cost per thousand impressions), CTR (click-through rates), and ROAS (return on ad spend). 

By measuring these key metrics you’ll be able to effectively analyse your copy, content, audiences, and strategy and realign your findings with your marketing efforts. 

It’s also a great way to remain cost-effective, as you’ll know what’s working and what isn’t. You can in turn, focus your budgets on the ads that are performing best and bringing in the highest return. 

After Black Friday

The work sadly isn’t over just yet. After Black Friday it is crucial to change up your marketing strategy to focus on customer loyalty, retention, and the all-important Cyber Monday.

Increase customer loyalty

After Black Friday, one of your biggest goals should be customer loyalty and retention. You can do this in a few ways. Firstly, through email marketing. Offer first-time buyers a discount code to use on their next purchase to encourage them to come back. Theme your email around why they should buy again and what benefits you can offer them.

What other products do you have that they need? 

You can also try retargeting and retention ads via paid social channels. You can follow the same process as email marketing. Focus on discount codes, benefits, and USPs.

How does your product evolve with the customer and why do they need to come back for more?

Think long term. You should be seeing sales deep into 2022 if you did good work on Black Friday. Think long-game.

Cyber Monday Sales

Cyber Monday is just as important and a great place to really maximise your sales before the Christmas gifting starts. There are a few things you can do to make it count.  

Firstly, you can create a dedicated landing page for your Cyber Monday promotions. This time can be very stressful for consumers who are trying to find the best deals, however by creating a dedicated landing page, you provide them with an easier and stress-free experience, encouraging them to convert. A dedicated landing page can also have great SEO benefits if executed correctly.

Finally, make sure your emails flows are set up and ready to send. Although customers may have been aware of your Black Friday deals, it’s just as important to let them know about your Cyber Monday ones if you want to maximise your sales here. Add a hint of exclusivity to your emails by letting them know this discount is only for them. 

Other useful tips:

  • Persuasion: You want the language used in your ads and marketing efforts to be persuasive. Focus on the benefits of your product, the USPs of your brand, why customers should choose you over competitors. You can also look at including a value proposition in your copy to make customers feel as though they need to buy what you are selling.
  • Urgency: By adding a sense of urgency to your marketing efforts you immediately increase conversions and sales. Use tactics like ‘selling out fast’, ‘items you’ve been looking at are almost sold out’, and ‘deal ending soon’. Adding a sense of urgency makes the customer feel as though they have to buy now or they’re going to miss out on the deal. Don't be spammy and unethical but do make it clear things are selling out fast.


So, there you have it. Our top tips and tricks for smashing your Black Friday eCommerce sales.  It can be a stressful time for marketers but if correct preparation and planning are in place this is a great time to capitalise on some extra sales.

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